Communications Thought Leadership from the Village

For years, marketing has dominated the digital playing field. Brands invested in SEO, performance ads, and content marketing to ensure they could be found. The logic was simple: if you could buy visibility or optimise for it, you could control the narrative. But the rules have changed.

The communications landscape is evolving faster than ever. In my 15 years working in PR and Corporate Communications across international markets, I’ve never seen such a dramatic shift in how brands need to show up — and how audiences expect us to communicate. What used to be about managing narratives is now about anticipating them. It’s about combining technology, data, and human understanding to stay credible — and relevant.

I’ve always been fascinated by the concept of the Global Village and how it continues to shape the way we communicate. While much has changed since Marshall McLuhan introduced the idea in 1964, the core concept still holds true: technology brings us closer together. The question now is—how do we adapt our communication to thrive in this ever-evolving, hyper-connected world?